This translates into brand purpose, which is the deepest expression of a brand. Brands which have integrated this approach into their business strategy are seeing the profound benefits of taking an active role in changing the world. Social good and business good are deeply entwined in today’s corporate model.

Packed with articles and brand development stories, plus a number of narrative insights that capture the essence of branding in South Africa today the book is the essential “owner’s manual” for everyone involved in the discipline of marketing and brand building.

Over two decades, Brands & Branding in South Africa has matured into the essential ‘owner’s manual’ for everyone involved in the discipline of marketing and brand building, providing credible reference and insights through unmatched research projects, special features, articles, brand profiles and case studies.

“There is no comprehensive model for valuing the contribution brands make to South Africa’s consumer, economy or society, but brands are essential for a thriving modern economy. Can you imagine a world without them?

Consumers want brands for the value and benefits they provide, and the relationship between the consumer and the brand is one of implicit mutual benefit. The consumer is given choice, confidence, quality, value and convenience and in return the brand becomes a repeat purchase and is able to succeed and grow.

Competition also encourages diversity and as consumers’ needs evolve, brands must do the same in order to meet these new needs. This process is highly beneficial to the wider economy through its contributions to innovation, competitiveness, wealth and job creation.”

Ken Preston, Publisher

“Like all brands, Brands and Branding must remain refreshed and relevant,” he explains. Readers will have noticed many incremental changes over the past 17 editions, however the book is now entering an exciting relaunch phase that will introduce a new narrative style and scene-setting visuals.”

Preston says the most significant change to the publication will see Brands and Branding assume the role of an active champion of brands and branding.

This is critical, given the changing nature of brands. Brands have evolved to a point where, from once being a logo for a product or company, they are a complex abbreviation that encompasses reputation, value, choice, quality, innovation, competition, consistency, responsibility and so on.

In this new incarnation, they are able to make a meaningful and valuable contribution to society, not to mention the economy.

This is where Brands and Branding has a role to play, according to Preston: “We want to help correct outdated and often inaccurate assumptions, and promote the vision of a sustainable future where, as fundamental vessels of value, brands extend this value to South Africa’s economy, the environment and society as a whole.”

A history of brands and branding in South Africa uses a narrative of South Africa’s social, economic and political history and consumer culture as a backdrop to the stories of many of our most recognised brands both old and new

With over a thousand pictures and illustrations including advertisements, brand registrations, products, consumer culture and moments in history, many never published before, the book is a colourful and fascinating read. It will be picked up and explored again and again for interesting did-you-knows, but also valuable insights into branding, advertising and intellectual property protection over the years.

Many of the 400-plus brands recorded in this book are over 100 years old. One of these – Groot Constantia, which dates back to 1685, was exporting to Europe as early as the 1700’s. A favourite tipple of Napoleon during his exile on St Helena it was also favoured by King Louis Philippe of France. Google by contrast is a teenager, yet recognised as one of the top four most valuable brands in the world.

The opportunity to build brands moved to another level with the coming of media advertising. Our first newspaper was the bilingual Cape Town Gazette and African Advertiser or Kaapsche Stads Courant en Afrikaansche Berigter, launched on Saturday August 16, 1800. It was owned by slave dealers and privateers Alexander Walker and John Robertson – sole printers to the corrupt Governor Sir George Yong. Space was sold for sixpence a column inch and broked for two or three pence more. Almost 100 years later the first advertising agency, SA Advertising Contractors, was launched in Cape Town in 1899 and continues, after many name and ownership changes to the present day. Brand advertising expenditure in 2010 exceeded 26 billion rand.

The colourful characters, brands and events that helped shape South Africa and turn it into the democratic commercial powerhouse of Africa are all part of this remarkable story that takes us from Groot Constantia to Google and a world in which branding is recognised as the most significant gift that commerce has ever made to popular culture.

The objective of the book is to record the progress taking place in the city as it moves towards 2010 and highlight why visitors from across the globe can look forward to a lively welcome from a city proud of its achievements.

The book contains a great deal of information about how Johannesburg is restructuring ahead of 2010, illustrated with over 1000 beautiful photographs, as well as details of successful projects and development initiatives such as the construction of a modern Bus Rapid Transit System (BRT) and the Gautrain that have to do with Joburgers’ willingness to make a difference.

For example, there’s people like Bob Nameng from Kliptown, who started up an aftercare programme to help care for children in the community and keep them off the streets; and companies like the Afhco Group, which has created an affordable pre and primary school in the inner city, turning the dream of top-class education into a reality for at least some of these children.